But in recent years, more and more foreign visitors are venturing away from traditional tourist hubs like the capital and the ancient city of Kyoto, and going further afield, rather than buying gadgets to bring home, industry experts say.

However, busloads of tourists from around the world still regularly take a day trip from Tokyo to trek Mount Fuji and deep forests surrounding Japan's highest peak.

"In addition to individual Asian visitors and repeat customers, we need to continue raising awareness among potential tourists in Europe, the US and Australia," Ishii added. - AFP